Why Blogging Is Important For Your Ecommerce Business
A good business blog can be the difference between getting lost in search engines and skyrocketing to the top of results pages. But how can you do this, and is blogging actually important for your ecommerce business?
In this article, we cover why blogging is good for ecommerce businesses, what the benefits are, as well as touch on some of the things you can do to create successful blog posts.
The importance of blogging for your ecommerce business can’t really be understated. Blogging is as relevant now as it was over two decades ago, when the first blog hit the Internet. Because of this single moment, blogging became part of the Web 2.0 evolution that facilitated user-generated content creation. It also promoted online interactions in a way that was never done before, with the comment sections of each blog post becoming a hub for online users.
Since its inception in 1994, blogging has not only gone on to inspire individuals to share their thoughts and opinions online, it has also become an invaluable way to promote businesses. As an ecommerce business marketing tool, blogging is used to drive traffic to websites through search engine optimization (SEO) techniques. High quality blog posts also establish a website’s (and therefore a business’) credibility in terms of being and authoritative reference on certain topics.
Why is Blogging Good for Your Ecommerce Business?
Blogging for your ecommerce business can help in a few major ways. Firstly, it can generate traffic and leads for your website – especially if you use the right search engine optimization (SEO) strategies. SEO is the lifeblood for successful blog posts; it helps you ensure that your blogs get in front of the right people, as well as improving your site’s ranking on search engines like Google.
The importance of blogging is also seen in how it guides the customer journey. Blogs can be used to attract leads in the ‘awareness’ stage of the customer journey, which is when they’re actively looking for a solution to a challenge they face, be that a new part for a broken computer or a healthy eating food service.
At this stage, site visitors might be strangers to your brand, so you can use relevant blog posts with targeted keywords to establish yourself as an authoritative, trustworthy source of information. Over time, or straight away if you’re lucky, this reels them in and convinces them to continue their journey with your business and ultimately to purchase your product.
This brings us to the other main reason why blogging is good for your ecommerce business: it can establish a good reputation for your brand for specific categories or topics. For example, if you own an online business that sells camera accessories, writing blog posts that fellow photographers find useful will make more people trust and value your business
This is very important if you want to convert your leads into paying customers and loyal followers. Offering informative and entertaining blog updates that can’t be found easily elsewhere will ultimately help you build a fan base of loyal customers. Ultimately, this means long-term and sustainable profitability for your ecomm business.
7 Benefits of Blogging for Your Ecommerce Business
1. Creates a buzz for your brand
Blogging creates a buzz for your ecommerce business that can help you stand out from the noise. Based on one recent estimate, more than 600 million active blog sites exist today. While many of these are personal blogs, a significant portion are business blogs.
Despite this daunting figure, blogging can differentiate your online business from your competitors, especially if blogging isn’t common in your industry. But even if your industry is inundated with blogs, you can still create a buzz for your business by getting creative and finding a new and interesting angle.
The key thing to remember when blogging for business is that the content should be relevant, informative, entertaining, and purpose-driven. The length of your blog posts should also be considered. In general, blogs that are close to 2,000 words have the strongest results in terms of leads and conversions.
2. Generates Quality Leads
Blog posts attract organic visitors and leads who are searching for specific information or product. If your ecommerce business blog posts are highly optimized for search engines and have excellent written quality, they’re likely to attract your target customers.
On average, companies with blogs generate 67% more leads compared to companies that do not have blogs. The other pages of your website and advertising will still help, of course, but an overwhelming majority of visitors are attracted to ecommerce websites through blogs. This is largely because blogs are less formal, allowing your audience to see you through a humanizing lens.
3. Promotes Interactions and Data Collection
Your website analytics can only do so much in terms of providing customer insights. While the data might provide you with valuable metrics, like the number of visitors vs the time spent on a page, these numbers don’t really tell you what your audience actually wants.
Customer comments on blog posts directly reveal the needs and desires of your customers. They can also provide insights on how you can improve your products. By giving leads the opportunity to connect with directly and voice their opinion, blogging can also foster a sense of community. If you want more engagement and insights from your readers, create blogs that are most attractive and useful to them, such as how-to articles, entertaining list articles, or even interactive quizzes.
4. Helps Readers and Customers
Useful blogs don’t merely provide information or entertainment for people; they also genuinely help people solve their problems. Whether they find the solution to their problem by purchasing your product or by using the information and advice in your blog, the result is the same: they will see you as a trustworthy source and will be more likely to return and recommend you.
DIY or instructional blog posts are usually the most helpful type of blogs, and you can still directly or indirectly promote your products and services within these. For instance, if you sell antivirus software, you can write blog posts on how to diagnose infections and remove malware, while bringing this back to how your own software can be used to do this. In this way, you can establish trust and authority with your leads without using any hard sell tactics, which might scare them off.
5. Establishes Trust and Credibility
If you’re genuinely helping your readers, leads, and customers in solving their problems or in finding the information that they need, you’re likely to earn their trust. This helps you establish credibility, giving you a competitive edge.
Because of this, blogging for ecommerce businesses is actually an inbound marketing technique, where the content is tailored to the specific needs of customers and brings value to their lives. This form of inbound marketing will not only help you drive conversions and earn the loyalty of your existing customers, it will also be crucial in growing your ecommerce business.
6. Opens Possibilities for Viral Posts
An entertaining, informative, and useful blog post has the potential of going viral. This translates to more leads and greater probability of conversions. Viral posts also reach a wider audience than even the most finely-tuned ad campaigns.
But the best thing about going viral is that it’s free: your leads become your marketers on social media, promoting your site content simply because of how useful, shareable, or entertaining it is. To encourage people to share your blogs, you can use strategies like embedding social media buttons on your blog posts so that your articles can be easily shared across the online world.
7. Creates an “evergreen” Presence
Unlike news, webinars, and live vlogs, well-written blog posts can help your website stay relevant for a long time. This is especially true for “evergreen” posts that are not time-critical. Online users will always have the opportunity to find your old posts that are still relevant to their search. That said, it’s crucial that you create blog posts that are comprehensive, detailed, and timeless – and that you update them every now and then to keep them fresh.
Want to find out how to use blogging to take your ecommerce business to the next level? Let’s talk.